I think it really comes down to the consistency of your branding—namely, your visuals. There are more e-commerce websites than there are customers. Use branding as a way to reinforce the quality that your customers are buying into. Achieving visual consistency (product photos, style/editorial shots, banners, logo/identity, etc.) will complement your move to be a premium brand. That's a classic example of how branding can become a powerful tool to achieve your business goals.

When you pay $85 for a shirt, you're buying into a brand.